Mobile-based purchases continue to make inroads with the US ecommerce sector, thanks to a growing embrace by young consumers, and shoppers’ willingness to spend increasingly larger dollar amounts using their portable devices.
eMarketer’s latest estimates suggest that smartphone retail mcommerce sales in the US will increase more than 50% this year to total $102.14 billion.
Other research confirms that the share of mobile-based digital shopping is on the rise. In a February report from Criteo that compared US retail ecommerce transaction share by device, smartphone-based purchases accounted for one-quarter of retail ecommerce in Q4 2016, up from 18% in Q4 2015.
Mobile’s share of digital purchases isn’t the only metric that’s seeing growth. The average dollar value of mobile-based purchases is also rising, suggesting the increasing popularity of the technology. The same Criteo study noted that the average order value of mcommerce transactions grew between Q4 2015 and Q4 2016—from $91 to $98 on tablets, and from $74 to $79 on smartphones.
In addition, mobile purchases are getting a further demographic “boost” from younger, mobile-savvy consumers.